Pages

Friday, August 16, 2013

How to #Hashtag on Facebook

It has been a little over two months since Facebook rolled out it's hashtag feature and some brands have been utilizing as a potential tool to drive engagement. Although it hasn't gained much traction yet, Simply Measured's recent study found that brand adoption of Facebook hashtags had increased by 20% by the end of July. Five major brands have demonstrated strategic and effective hashtag tactics and, in turn, have been seeing major results:1. American Express - Cross-Channel Campaign Promotion #PassionProjectAverage Brand Engagement: 1,689Post Engagement: 10,362Engagement Factor: 6.1 x AVGBy creating awareness for its #PassionProject campaign using the same hashtag on Facebook, Twitter, and Instagram, American Express is making the campaign content discoverable across networks. 2. Moet & Chandon - Seasonal Hashtags for Seasonal Products#Summer Average Brand Engagement: 1,571Post Engagement: 9,083Engagement Factor: 5.7 x AVGSeasonal hashtags allow seasonal brands like Moet & Chandon to promote #Summer products by tapping into a broad topic. 3. Credit Suisse - News Jacking#Wimbeldon Average Brand Engagement: 168Post Engagement: 1,088Engagement Factor: 6.4 x AVGCredit Suisse, a multinational financial services holding company, used #Wimbeldon to highlight it's player sponsorship. Brands can use Facebook hashtags to create awareness for their pages by tapping into event discussion and providing valuable content. 4. Loreal Paris - Already Popular Hashtags #ManiMondayAverage Brand Engagement: 1,012Post Engagement: 3,387Engagement Factor: 3.3 x AVGPopular hashtags on other networks can be extended to Facebook. Cosmetic brands' use of #ManiMonday exemplifies that using context that has already been created for many popular tags on Twitter, Tumblr, and Instagram is effective. 5. MTV - Leverage Your Largest Audience #BeyInspired Average Brand Engagement: 4,924Post Engagement: 8,171Engagement Factor: 1.7 x AVGMTV has shown how brands can use Facebook hashtags to run integrated contests and promotions to encourage fans, their largest social audience, to participate on other networks.